U.S. Automotive Brand Loyalty Increases in 2024, according to LexisNexis Risk Solutions
LexisNexis Risk Solutions reports that U.S. automotive brand loyalty increased to 52.6% in 2024, approaching the pre-pandemic benchmark of 54.2% from 2019. The study reveals significant shifts in consumer preferences regarding engine types.
Among 47 analyzed brands, 11 exceeded the industry average in brand loyalty, improving from nine brands in 2023. The research shows a notable transition in powertrain preferences, with internal combustion engine (ICE) loyalty dropping from 97.6% in 2019 to 85.2% in 2024. Electric vehicle loyalty experienced a slight decline from 77.7% in 2023 to 74.7% in 2024, while hybrid vehicle replacements increased by 5 percentage points to 52% in 2024.
The improved brand loyalty rates are attributed to increased inventory availability on dealer lots, offering consumers more choices compared to 2023's supply. However, vehicle affordability remains a challenge as automakers navigate rising inventories and evolving consumer preferences in the post-pandemic market.
LexisNexis Risk Solutions riporta che la fedeltà al marchio automobilistico statunitense è aumentata al 52,6% nel 2024, avvicinandosi al benchmark pre-pandemia del 54,2% del 2019. Lo studio rivela significativi cambiamenti nelle preferenze dei consumatori riguardo ai tipi di motore.
Tra i 47 marchi analizzati, 11 hanno superato la media del settore in termini di fedeltà al marchio, un miglioramento rispetto ai nove marchi del 2023. La ricerca mostra una notevole transizione nelle preferenze delle motorizzazioni, con la fedeltà ai motori a combustione interna (ICE) che è scesa dal 97,6% nel 2019 all'85,2% nel 2024. La fedeltà ai veicoli elettrici ha subito un leggero calo dal 77,7% nel 2023 al 74,7% nel 2024, mentre le sostituzioni dei veicoli ibridi sono aumentate di 5 punti percentuali, raggiungendo il 52% nel 2024.
I tassi migliorati di fedeltà al marchio sono attribuiti a una maggiore disponibilità di inventario nei concessionari, offrendo ai consumatori più scelta rispetto all'offerta del 2023. Tuttavia, l'accessibilità economica dei veicoli rimane una sfida poiché i costruttori automobilistici affrontano l'aumento degli inventari e le preferenze dei consumatori in evoluzione nel mercato post-pandemia.
LexisNexis Risk Solutions informa que la lealtad a las marcas de automóviles en EE.UU. aumentó al 52,6% en 2024, acercándose al punto de referencia previo a la pandemia del 54,2% de 2019. El estudio revela cambios significativos en las preferencias de los consumidores con respecto a los tipos de motores.
Entre las 47 marcas analizadas, 11 superaron la media del sector en lealtad a la marca, mejorando respecto a las nueve marcas de 2023. La investigación muestra una notable transición en las preferencias de motorización, con la lealtad a los motores de combustión interna (ICE) cayendo del 97,6% en 2019 al 85,2% en 2024. La lealtad a los vehículos eléctricos experimentó una ligera disminución del 77,7% en 2023 al 74,7% en 2024, mientras que las sustituciones de vehículos híbridos aumentaron 5 puntos porcentuales al 52% en 2024.
Las tasas mejoradas de lealtad a la marca se atribuyen a un aumento en la disponibilidad de inventario en los concesionarios, ofreciendo a los consumidores más opciones en comparación con la oferta de 2023. Sin embargo, la asequibilidad de los vehículos sigue siendo un desafío mientras los fabricantes navegan por los inventarios crecientes y las preferencias de los consumidores en el mercado posterior a la pandemia.
LexisNexis Risk Solutions는 미국 자동차 브랜드에 대한 충성도가 2024년에 52.6%로 증가했으며, 이는 2019년 팬데믹 이전 기준인 54.2%에 근접하고 있다고 보고했습니다. 이 연구는 엔진 유형에 대한 소비자 선호도의 중요한 변화를 보여줍니다.
47개의 브랜드 중 11개 브랜드가 브랜드 충성도에서 업계 평균을 초과했으며, 이는 2023년에 비해 개선된 수치입니다. 연구에 따르면, 내연기관(ICE)에 대한 충성도가 2019년 97.6%에서 2024년 85.2%로 줄어들어 파워트레인 선호도의 주목할 만한 전환을 보여줍니다. 전기차에 대한 충성도는 2023년 77.7%에서 2024년 74.7%로 소폭 감소했으며, 하이브리드 차량의 대체는 2024년에 5 퍼센트포인트 증가하여 52%에 도달했습니다.
개선된 브랜드 충성도는 대리점에서 재고가 증가함에 따라 소비자에게 선택의 폭을 더 넓혀준 덕분입니다. 그러나 차량의 경제성은 여전히 도전 과제로 남아 있으며, 자동차 제조업체들은 증가하는 재고와 팬데믹 이후 시장에서 변화하는 소비자 선호도를 극복해야 합니다.
LexisNexis Risk Solutions rapporte que la fidélité aux marques automobiles américaines a augmenté à 52,6% en 2024, s'approchant ainsi du point de référence d'avant la pandémie de 54,2% en 2019. L'étude révèle des changements significatifs dans les préférences des consommateurs concernant les types de moteurs.
Parmi les 47 marques analysées, 11 ont dépassé la moyenne de l'industrie en termes de fidélité à la marque, en hausse par rapport aux neuf marques en 2023. La recherche montre une transition notable dans les préférences des motorisations, la fidélité aux moteurs à combustion interne (ICE) ayant chuté de 97,6% en 2019 à 85,2% en 2024. La fidélité envers les véhicules électriques a connu une légère baisse, passant de 77,7% en 2023 à 74,7% en 2024, tandis que les remplacements de véhicules hybrides ont augmenté de 5 points de pourcentage pour atteindre 52% en 2024.
Les taux de fidélité améliorés sont attribués à une plus grande disponibilité des stocks chez les concessionnaires, offrant aux consommateurs un plus large choix par rapport à l'offre de 2023. Cependant, l'accessibilité des véhicules reste un défi alors que les fabricants d'automobiles naviguent dans des stocks en hausse et des préférences des consommateurs en constante évolution sur le marché post-pandémique.
LexisNexis Risk Solutions berichtet, dass die Markenloyalität amerikanischer Automarken im Jahr 2024 auf 52,6% gestiegen ist und sich damit dem pandemievorherigen Benchmark von 54,2% aus dem Jahr 2019 annähert. Die Studie zeigt signifikante Veränderungen in den Verbraucherpräferenzen hinsichtlich der Motorenarten auf.
Von den 47 analysierten Marken haben 11 die Branchenmiete in Bezug auf die Markenloyalität übertroffen, eine Verbesserung gegenüber den neun Marken im Jahr 2023. Die Forschung zeigt einen bemerkenswerten Übergang in den Präferenzen der Antriebssysteme, wobei die Loyalität zu Benzinmotoren (ICE) von 97,6% im Jahr 2019 auf 85,2% im Jahr 2024 gesunken ist. Die Loyalität zu elektrischen Fahrzeugen erlebte einen leichten Rückgang von 77,7% im Jahr 2023 auf 74,7% im Jahr 2024, während die Ersetzungen von Hybridfahrzeugen um 5 Prozentpunkte auf 52% im Jahr 2024 zunahmen.
Die verbesserten Markenloyalitätsraten werden auf die erhöhte Verfügbarkeit von Beständen bei den Händlern zurückgeführt, die den Verbrauchern im Vergleich zu den Beständen von 2023 mehr Auswahl bieten. Dennoch bleibt die Erschwinglichkeit von Fahrzeugen eine Herausforderung, da die Automobilhersteller mit steigenden Beständen und sich wandelnden Verbraucherpräferenzen im post-pandemischen Markt zurechtkommen müssen.
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Second Annual Brand Loyalty Study Highlights Brand Affinity Returns to Near Pre-Pandemic Levels
Key Takeaways
- The automotive brand loyalty rate rose
1.8% in 2024 to52.6% , approaching the pre-pandemic benchmark (54.2% ) observed in 2019. - Out of the 47 brands analyzed, 11 surpassed the industry average in brand loyalty, improving over 2023 findings where only nine brands achieved the same result.
- As consumers transition to EV and hybrid powertrains to satisfy their transportation requirements, legacy ICE powertrains have steadily fallen since 2019 (
97.6% ) to85.2% in 2024.
Platform Shifts Continue
To track fuel type migration, LexisNexis® Risk Solutions analyzed new vehicle owners who replaced one new vehicle with another. Fuel type loyalty was determined when the fuel type of the replaced vehicle matched that of the new one.
- ICE loyalty dropped from
97.6% in 2019 to85.2% in 2024. Compared to 2019 (97.6% ), ICE has fallen 12.4 percentage points. - Electric vehicle loyalty saw a slight decline, declining from
77.7% in 2023 to74.7% in 2024. - Hybrid vehicle replacements jumped 5 percentage points from 2023 to
52% in 2024.
Key Observations
"In light of 2023, the increased inventory on dealer lots is providing consumers with a wider range of options, which is a significant shift from the challenges they faced in 2023 when limited supply often led to brand switching," said Dave Nemtuda, AVP, Connected Car, LexisNexis Risk Solutions. "While affordability remains a headwind for many consumers seeking new or used vehicles, the industry's upward trend in brand loyalty is a positive signal of brand strength. This is especially critical as automakers navigate rising inventories and evolving consumer preferences, particularly toward EV and hybrid powertrains in the post-pandemic market."
About LexisNexis Risk Solutions
LexisNexis® Risk Solutions harnesses the power of data, sophisticated analytics platforms and technology solutions to provide insights that help businesses across multiple industries and governmental entities reduce risk and improve decisions to benefit people around the globe. Headquartered in metro Atlanta,
Media Contacts:
Andrew Cao
LexisNexis Risk Solutions
Phone: +1 650.232.9469
andrew.cao@lexisnexisrisk.com
Dean Carney
Brodeur Partners for LexisNexis Risk Solutions
Phone: +1.646.746.5607
Dcarney@brodeur.com
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SOURCE LexisNexis Risk Solutions
FAQ
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